The big picture
As rental markets continue to tighten, multihousing operators are on a constant search for the break-away marketing concept that will differentiate their community from the rest of the pack. One developer believes that ultimate value still lies in a beautiful space.
"Multifamily has become commoditized," says Hiro Isogai, principal of WDG Interior Architecture of Washington, D.C. "Market pressures have caused developers and designers to make cost-based decisions in developing apartment space. Such sacrifice usually affects the livability of a space negatively, and ultimately, its rentability."
Isogai sees an apartment as a resident's home and "lifestyle commentary." For his part, he assures that the architectural design is respectful of the future resident's lifestyle. Case in point: Siena Park Apartments on Columbia Pike in Arlington, Va., part of a mixed- use project including 188 apartments over 32,000 sq. ft. of retail and 14,000 sq. ft. of office space. One mile from the Pentagon and I-395, the brick and pre-cast project is set to open this Fall. The community will offer condominium-caliber design in a contemporary-style building, crowned by an extensive rooftop deck.
"Memory point" marketing is the core of any successful project says Isogai. Good design builds retention and this includes curb, lobby, building, and marketing campaign. Each should exude a continuum of energy and excitement that remains with the visitor long after their visit.
Margaret Smith Ford of Woodfield Investments couldn't agree
